The Story of the New 1937 Williams Ice-O-Matic Coca-Cola Coin Dispenser

In August of 1937, the Williams Oil-O-Matic Heating Corporation of Bloomington, IL introduced a Coca-Cola coin control dispenser called the Ice-O-Matic. This new dispenser consisted of three parts: a top unit, a bottle rack, and a compressor. It could be added to a standard Coca-Cola ice cooler, updating it from ice to a cooler that was constantly cooling.

To promote their new coin control dispenser, the company distributed brochures to dealers and bottlers of Coca-Cola. The theme of the brochure emphasized that the new Coca-Cola coin dispenser could help dealers increase profits by expanding into new territories and outlets.

As the coin dispenser was introduced in August, the company suggested putting it to use in the fall or winter in various locations such as hospitals, laundries, post offices, city halls, service stations, department stores, manufacturing plants, and insurance offices with 50 or more employees. The brochure highlighted placing the new Coca-Cola dispenser in Montgomery Ward and Sears & Roebuck department stores. The company tagline read.

“Let Williams Ice-O-Matic Coin Dispenser help. Let it work for you.”

The sales brochure included an offer to try the Ice-O-Matic. Once a dealer tried one unit in a location, they would likely want to place more units in different locations that could not sell just one case of Coca-Cola otherwise. The offer concluded by informing dealers that the units were available and ready to ship from their factory, accompanied by a picture of the factory.

Ice-O-Matic Features

When the Williams Ice-O-Matic Coca-Cola coin dispenser was introduced, it featured several key attributes.

• 39 bottle capacity
• 45 bottle pre-cooling capacity
• Quick and easy installation of the top unit and lifetime compressor on a standard ice cooler
• Beverages stayed consistently cold below 40 degrees
• Self-service operation for industrial use

Product Featured in this Story

This promotion featured the brand new Williams Ice-O-Matic coin dispenser for standard Coca-Cola ice coolers.

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